Which business category best describes the company Moonpig, whose founder appeared on Dragon's Den?

Moonpig is an online greeting-card company whose founder appeared on Dragon's Den.

The service lets customers personalise and order greeting cards through a website and app, with cards printed and delivered to recipients. Nick Jenkins, who founded Moonpig, later joined Dragon's Den as an investor, creating a direct connection between the company and the programme.

Moonpig's model helped move personalised cards from traditional high-street shops to e-commerce. Its name became widely recognised in Britain, and the company expanded beyond cards into gifts and related products.

The business should not be confused with subscription meal services or mobile-phone retailers that also use online ordering. Its defining category is personalised online greeting cards, which is the concise description supported by the company's history.